Jan Tschichold (1902-1974) is a German calligrapher and designer best known for the Sabon typeface and his contributions to the modernism. Wikipedia says,
"He favored non-centered design (e.g. on title pages), and codified many other Modernist design rules. He advocated the use of standardized paper sizes for all printed matter, and made some of the first clear explanations of the effective use of different sizes and weights of type in order to quickly and easily convey information. This book was followed with a series of practical manuals on the principles of Modernist typography..." (Wikipedia: Jan Tschichold, 10.12.22 UTC 14:26)
The rest of this post is some quotes from Tschichold.
Typography
"Readers want what is important to be clearly laid out; they will not read what is too troublesome." (AZQuotes.com)
"White space is to be regarded as an active element, not a passive background." (AZQuotes.com)
